Email Marketing?

It is a communication strategy that uses email to promote products or services, recognized in the advertising field for its promptness when it reaches the user's inbox, making it a direct marketing channel for companies. This approach allows us to share product information, attract new customers, promote loyalty and generate a high Return on Investment (ROI). Despite its apparent traditional nature compared to other online marketing approaches, email marketing offers advantages such as direct communication and segmentation, allowing for the delivery of relevant content, and is also a cost-effective, measurable and adaptable strategy.

Segmentation for message personalization, the relevance of the content offered, the attractive design of emails, the inclusion of calls to action (CTA), A/B testing and strict compliance with regulations regarding privacy and data protection are some of the elements that are part of this strategy.

Within an email marketing strategy, two types of communications are distinguished: promotional emails and emails sent manually. Promotional emails are intended to promote offers, product launches and downloadable content such as e-books or webinars. They usually constitute campaigns consisting of multiple emails with clear calls to action, aimed at inducing the reader to take specific actions, such as visiting a website or taking advantage of an offer. On the other hand, emails sent manually are used on an ad hoc basis, according to the pace of the business, and may vary in their intention, from newsletters that share company news to marketing campaigns more focused on promotion and sales, such as seasonal offers or product launches.

Automated emails that, thanks to their personalization based on contact information, are sent in response to specific activities, such as a purchase or subscription. These emails are divided into two categories: transactional emails, generated after an action, such as booking confirmations or welcome messages; and marketing automation, whose content responds to the recipient's actions, such as the automatic sending of material to a potential customer who has participated in a webinar.

This classification facilitates communication with subscribers, allowing a response according to the actions of the recipients in interacting with the company.

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